General remarks from Adrien on the

Original :

- Content to be translated into English

(will be shared with all teams)

- Lack of readability of screenshots, t

COMPETITIVE BENCHMARK
FOR UNITED WARDROBE

by Liselotte Dobroschelski, the Marketing Intern from September 2019 till January 2020
 INDEX

Methodology Page 3

Quick Reading Intructions Page 4

Vinted Page 5

KleiderKreisel Page 29

Vestiaire Collective Page 47

The Next Closet Page 64

Depop Page 79

Conclusions Page 97

Review Page 98

Advice Page 99
 METHODOLOGY

Objective
This competitive benchmark aims to get a complete overview of the competitive environment
and emerge best practices to apply to United Wardrobe’s features.

Focus Points
1. Product
- The Logo
- Ads
- Graphic Character
- Visual Aspect
- Onboarding
- Copywriting
- Conversion Tunnel
- Search Filters
- Product Description
- Product Placement
3. Community
6. Influencer Partnerships
 QUICK READING INSTRUCTIONS

At the end of this file there are the following 3 things:

a Conclusions, a Review and Advice.

I would recommend to read at least all the first pages of each

application, and scroll trough them. When ones has time to
read everything, the Conclusions, Review and Advice will show
a clear insight into the most comparable applications.
Creation 

2008


Origin 

Vilnius - Lithuania


Markets

Lithuania, France, The Netherlands, Belgium, UK,
Spain, USA, Poland and the Czech Republic


Number of Users 

21 millions



Business Model
" Fixed Fee Buyers:

0.70€ fixed fee / transaction
5% commission / transaction


" Optional Fee:


Boost Product: 1.95€ / 7 days - 1.15€ / 3
days

Website:
Vinted.com
 THE LOGO

Website Banner

Website Favicon App Store Icon App Store Icon

 TV & Youtube ADS

Vinted updates its

advertisements for Youtube
and television every few
months to stay updated with
the trends and themes they
see on their application and
France social media. Spain
Netherlands United Kingdom
By updating and showing the
ads so often as they are
doing now, they are creating
more connection points for
viewers and potential and
sleeping customers.
This is their way to penetrate
a new market.
 GRAPHIC CHARACTER

Colours
" Turquoise
" White background
" Brushstroke logo
" Bottom emoticon becomes turquoise
when you select a page
" Notifications and messages are shown
by a red dot at the top of the envelope
icon
" Product: prices in black, information in
grey and a small (colourfull) picture
and the name of the seller in grey

Graphic codes
" Sober and simple
" Icons : simple, making it easy to use
since it is very visual.
 VISUAL ASPECT

Photos
" Most of the photos are on
hangers or on the floor.
" Photos of clothes on the seller
are not as common.
" At least 1 or 2 photos of big or
luxury brands/ high priced items
in the feed.
" Duplicate pictures and pictures
from webshops are not allowed.
" Max. 5 photos per listing.
 ONBOARDING

‘Our New Cookie Policy’

• Explanation about the cookie policy

Start screen ‘Sign up’ screen

• ‘Continue with Facebook’ • Username
Optional information
• Category (Women, Men and Kids)
• ‘Continue with Google’ • Email address Onboarding email
• • • Size (clothes, shoes, etc.)
‘Sign up’ Password • Email address confirmation
• • • Brands
‘Log in’ ‘Subscribe to our newsletter’ • Phone number confirmation
• Members
ONBOARDING
 COPYWRITING

Catchy sentence
" “Earn money with your clothes”

Call to action
" Invite a friend and earn up to €15
" Get your listings in the spotlight.
Gain more followers and find
buyers

The focus is on the idea of

selling your old clothes
CONVERSION TUNNEL Payment methods
• Creditcard
• Paypal
• Ideal (Only in the Netherlands)

Discount
• It is possible for a buyer to make a
bundle.
• The seller can enable to a bundle
discount: 2/3 or 5 items: 0% - 50 %

Prices
• The seller does not pay any
commission on their items.
• The buyer pays for ‘Buyer Protection’
which is between 10% - 20% of the
sellers’ price.

Shipping methods
Each Country has different shipping
methods. Here are two that are relevant
for United Wardrobe:
• FR: Mondial Relay, Chronopost,
La Post and Colissimo
• NL: DHL, DPD and PostNL
 SEARCH FILTERS WOMEN Brand:
Sort: Women’s items: " Find a brand ...
" Relevance " From XXS to 9XL " Adidas
" Descending Price " From size 30 to 58 " Levi’s
" Ascending Price " One size " H&M
" Most recent " Other " Ralph Lauren
" Mango
Category: Footwear: " Lacoste
" All " From 35 to 43 (Including half sizes) " Calvin Klein
" Women " One size " Tommy Hilfiger
" Men " Other " Guess
" Children " Michael Kors
" Home Maternity support belts:
" From XS to XXL Condition:
Style: " Other " New, with label: Never worn, with
" All purchase tag
" Clothing Rings: " New: Never worn, missing
" Shoes " From 14,1 mm to 22,6 mm purchase tag
" Bags " Adjustable " Very good state: Worn but has no
" Accessories stains or defects
" Beauty Bras: " Good condition: Worn, has some
" From 65AA to 100J flaws (mentioned in the ad and
" Other shown on the pictures)
" Satisfactory: Worn, to defects
(mentioned in the ad and shown in
the photos)
 SEARCH FILTERS WOMEN
Colours: Style Sub-Categories: Shoes: Accessories:
" All colours* Clothes: " Boots > " All
" Coats & jackets > " Heels > " Jewelry >
Lowest Price to Highest " Hoodies & Sweatshirts > " Flats > " Watches
Price " Suits & blazers > " Oxfords & loafers > " Belts
" Price from € ... " Dresses > " Ankle boots " Sunglasses
" To € ... " Skirts > " Sandals " Scarves & shawls >
" Tops & t-shirts > " Sneakers > " Gloves
Country: ** " Jeans > " Flip-flops " Hats & caps >
" France " Trousers & leggings > " Slippers " Hair accessories
" Belgium " Shorts & cropped trousers > " Other Shoes " Tech accessories
" Spain " Jumpsuits & playsuits > " Umbrellas
Bags:
" Luxembourg " Swimwear > " Keyrings
" All
" Netherlands " Lingerie & nightwear > " Other accessories
" Hand bags
" Maternity clothes > " Shoulder bags
Items for swaps " Activewear > " Backpack Beauty:
" Costumes & special outfits " Tote bags " Make- up
" Other clothing " Clutches " Perfume
" Purses & wallets " Facial care
" Make-up bags " Beauty tools >
" Satchels " Hand care
" Bum bags " Nail care
" Patterned & embroidered bags " Body care
" Holdalls " Hair care
" Luggage & suitcases " Other cosmetics
 SEARCH FILTERS MEN
Sort: Style: Men’s Sizes:
" Relevance " All " From XS to 8XL
" Descending Price " Coats & jackets >
" Ascending Price " Tops & t-shirts > Men’s Shoes:
" Most recent " Suits & blazers > " From 38 to 49
" Jumpers & sweaters >
Category: " Trousers > Rings:
" All " Shorts & cropped trousers > " From 14,1 mm to 22,6 mm
" Women " Shoes > " Adjustable
" Men " Accessories >
" Children " Cosmetics & grooming >
" Home " Socks & underwear >
" Swimwear
" Sportswear & accessories >
" Costumes & special outfits
" Other men’s clothing
 SEARCH FILTERS MEN
Brand: Condition: Colours: Lowest Price to Highest
" Find a brand ... " New, with label: Never worn, with " Green Price
" Nike purchase tag " Orange " Price from € ...
" Zara " New: Never worn, missing " White " To € ...
" Adidas purchase tag " Silver
" Levi’s " Very good state: Worn but has no " Gold Country: *
" H&M stains or defects " Multi " France
" Ralph Lauren " Good condition: Worn, has some " Khaki " Belgium
" Mango flaws (mentioned in the ad and " Turquoise " Spain
" Lacoste shown on the pictures) " Cream " Luxembourg
" Calvin Klein " Satisfactory: Worn, to defects " Apricot " Netherlands
" Tommy Hilfiger (mentioned in the ad and shown in " Coral
" Guess the photos) " Burgundy Items for swaps
" Michael Kors " Rose
Colours: " Lilac
" Black " Light Blue
" Brown " Navy
" Grey " Dark Green
" Beige " Mustard
" Pink " Mint
" Purple
" Red
" Yellow
" Blue
 SEARCH FILTERS CHILDREN
Sort: Style: Diapers:
" Relevance " All " up to 2kg to 16+ kg
" Descending Price " Girls’ clothing >
" Ascending Price " Boys’ clothing > Baby car seats:
" Most recent " Toys & Games > " 0-13 KG to 22-36 kg
" Baby care > " Other
Category: " Buggies >
" All " Ride-on Toys > Baby age:
" Women " Car seats & chairs > " Any
" Men " Kids’ furniture > " From 0 months to 8 years
" Children " Books & school supplies >
" Home " Other kids’ items Children’s shoe sizes:
" From 12 to 37

Babies and children sizes:

" Preemie to 17-18 years
" up to 44 cm to 170-176 cm
" One size

Kids hats:
" Preemie to 12 and older
" 30 cm to >56 cm
" One size
 SEARCH FILTERS CHILDREN
Brand: Style Sub-Categories:
Colours: Colours:
" Find a brand ... " Black Girls’ Clothing:
" Navy
" Adidas " Brown " All
" Dark Green
" Levi’s " Grey " Baby girls >
" Mustard
" H&M " Beige " Shoes >
" Mint
" Ralph Lauren " Pink " Coats & jackets >
" Mango " Purple " Hoodies & Sweatshirts >
Lowest Price to Highest Price
" Lacoste " Red " Shirts, tops & blouses >
" Price from € ...
" Calvin Klein " Yellow " Dresses >
" To € ...
" Tommy Hilfiger " Blue " Skirts
" Guess " Green " Trousers >
Country: **
" Michael Kors " Orange " Shorts & cropped trousers
" France
" White " Belgium " Bags & backpacks
Condition: " Accessories >
" Silver " Spain
" New, with label: Never worn, with " Gold " Swimwear >
" Luxembourg
purchase tag " Underwear >
" Multi " Netherlands
" New: Never worn, missing " Khaki " Sleepwear >
purchase tag " Sportswear
" Turquoise Items for swaps
" Very good state: Worn but has no " Cream " Clothing bundles
stains or defects " Twins & more
" Apricot
" Good condition: Worn, has some " Coral " Fancy dress & costumes
flaws (mentioned in the ad and " Other girls’ clothing
" Burgundy
shown on the pictures)
" Rose
" Satisfactory: Worn, to defects " Lilac
(mentioned in the ad and shown in
" Light Blue
the photos)
 SEARCH FILTERS CHILDREN
Boys’ Clothing Toys & games: Buggies: Car seats & chairs
" All " All " All " All
" Baby boys > " Games > " Umbrella buggies " Car chairs
" Shoes > " Jigsaws & puzzles " Running buggies " Feeding chairs
" Coats & jackets > " Toys > " Universal buggies " Baby bike seats & trailers
" Hoodies & Sweatshirts " Game consoles and video " Buggies for twins
> games " Accessories for Kids furniture
" Tops & t-shirts, buggies " All
" Trousers > Baby care: " Cradles
" Shorts & cropped " All Ride-on toys: " Cribs
trousers " Sleeping accessories > " All " Toddler beds
" Bags & backpacks " Kids dishes > " Baby walkers " Mattresses >
" Accessories > " Baby carriers & wraps " Push & pull toys " Playmats
" Swimwear > " Swimming gear " Scooters " Playpens
" Underwear > " Diapering & " Tricycles " Changing pads & tables
" Sleepwear > caring > " Bicycles " Kids furniture >
" Sportswear " Tech for babies & kids > " Outdoor vehicles
" Clothing bundles " Bouncers " Sledges, Books & school supplies:
" Twins & more & swings > snowboards, skis " All
" Fancy dress & " Bibs " Roller skates, ice " Children’s books >
costumes " Potties skates " Literature for parents
" Other boy’ clothing " Childproofing & safety > " Schoolbooks
" School bags
" School supplies
 SEARCH FILTERS HOME
Sort by: Brand: State:
" Relevance " Find a brand ... " New, with label: Never worn,
" Descending Price " Nike with purchase tag
" Ascending Price " Zara " New: Never worn, missing
" Most recent " Adidas purchase tag
" Levi’s " Very good state: Worn but
Category: " H&M has no stains or defects
" All " Ralph Lauren " Good condition: Worn, has
" Women " Mango some flaws (mentioned in the
" Men " Lacoste ad and shown on the pictures)
" Children " Calvin Klein " Satisfactory: Worn, to defects
" Home " Tommy Hilfiger (mentioned in the ad and
" Guess shown in the photos)
Style " Michael Kors
" All Country: **
" Textiles > Colours: " France
" Home Accessories > " All colours* " Belgium
" Tablewear > " Spain
" Books > Lowest Price to " Luxembourg
Highest Price " Netherlands
Bedding: " Price from € ...
" Single to Super King " To € ... Items for swaps
" 70-100 cm x 190-200
cm to 180-200 cm x 200
cm
 SEARCH FILTERS HOME
Style Sub-Categories: Home accessoires: Tableware: Car seats & chairs
Textiles: " All " All " All
" All " Candles & candle holders " Cutlery > " Non-fiction >
" Bedding > > " Dinnerware > " Literature & fiction >
" Blankets " Clocks > " Drinkware > " Kids & young adults >
" Curtains & drapes > " Display shelves
" Cushions " Picture & photo frames
" Rugs & mats > " Mirrors >
" Table linen " Storage >
" Trousers > " Vases
" Tapestries & wall
hangings
" Towels >
PRODUCT DESCRIPTION

Seller: sibelrue
Reviews: 10 reviews
Title: Dr Martens jadon black polished smooth
Quick Description: 37 - New with tags - Dr
Martens
Price without shipping: €180.00

Item Description: new in box original price 130

Tap to translate

Category: Combat boots

Size: 37
Colour: Black
View count: 57
Interested: 2
Added: today 01:07 PM
Payment options: Bank card, PayPal, iDeal
Delivery: from 0.99€
Member’s items and Similar items
 PRODUCT PLACEMENT

3
 PRODUCT PLACEMENT

4 6
5
CONNECT WITH THE COMMUNITY

Posts
• They repost pictures of famous
people and users.
• The instagram page is very plain,
they use a lot of nude colours to be
like by everybody seeing the post.
• They posts do not reflect the feed on
the app, they are very different.
• A lot of pictures of sellers and buyers
to create a feeling of community.
• Calls their audience ‘Vinties’
INFLUENCER PARTNERSHIPS

The following
BIG INFLUENCERS
are on depop:
• Iris Amber
• Jessie Maya
• I’M OCEANE
• Nadjélika
• Flub
• Camille Cerf
• Enjoy Phoenis
• Yanissa XOXO
• StyleTonic
• Romy
• Mimi AR
• SundyJules
• Maile AKLN

Influencers and
international stars
are regular users
 INFLUENCER PARTNERSHIPS
Iris Amber I’M OCEANE

Vinted uses influencers to connect

with their audience. They are using
influencer endorsements to show
their target audience they really are the
best and more fashionable option
compared to United Wardrobe.

Jessie Maya Nadjélika Flub

Creation 

2015


Origin 

Germany


Markets

Germany and Austria


Number of Users 

Around 5 Million



Business Model
" Fixed Fee Buyers:

0.70€ fixed fee / transaction
5% commission / transaction
" Optional Fee:

Boost Product: 1.95€ / 7 days - 1.15€ /
3 days

Website:
kleiderkreisel.de
 THE LOGO

Website Banner

Website Favicon App Store Icon App Store Icon

 ADS

KleiderKreisel does have one advertisement currently which you can find in the Netherlands. It is highly
possible that there are multiple other advertisements which are not visible in the Netherlands.

The ad however is not possible to import into google drive.

This is the link to the ad on Youtube:
https://www.youtube.com/watch?v=6bBgWe50vKM
 GRAPHIC CHARACTER

Colours
" Turquoise
" White background
" Brushstroke logo
" Bottom emoticon becomes turquoise
when you select a page
" Notifications and messages are shown
by a red dot at the top of the envelope
icon
" Product: prices in black, information in
grey and a small (colourfull) picture
and the name of the seller in grey

Graphic codes
" Sober and simple
" Icons : simple, making it easy to use
since it is very visual.
 VISUAL ASPECT

Photos
" Most of the photos are on
hangers or on the floor.
" Photos of clothes on the seller
are not as common.
" At least 1 or 2 photos of big or
luxury brands/ high priced items
in the feed.
" Duplicate pictures and pictures
from webshops are not allowed.
" Max. 5 photos per listing.
 ONBOARDING

‘Mein Kleiderkreisel’
• Explanation about how to
• personalise your account

Onboarding email
Start screen ‘Sign up’ screen
• ‘Continue with Facebook’ • Username
• Email address confirmation Optional information
• Phone number confirmation • Category (Women and Men)
• ‘Continue with Google’ • Email address
• Option to confirm your account • Size (clothes, shoes, etc.)
• ‘Sign up’ • Password
with your Facebook and/or • Brands
• ‘Log in’ • ‘Subscribe to our newsletter’
Google account • Members
 COPYWRITING

Copywriting on the
application :
Catchy sentence :
• “Earn money with your clothes”

In-App Message :
• “Discover your new advantages”
• “Welcome ! The Vinted Team is
doing the maximum to make you
feel at home”

Push Notification :
• Invite a friend and win up to €15

Forum :
• Every topic
• Favorite Topics
• My topics

The focus is on the idea of

selling your old clothes
CONVERSION TUNNEL Payment methods
• Creditcard
• Paypal
• Online-Banking per Sofort

Discount
• It is possible for a buyer to make a
bundle.
• The seller can enable to a bundle
discount: 2/3 or 5 items: 0% - 50 %

Prices
• The seller does not pay any
commission on their items.
• The buyer pays for ‘Buyer Protection’
which is between 10% - 20% of the
sellers’ price.

Shipping methods
DHL
• Home delivery, 1-2 business days, size
M
• Home delivery, 1-2 business days,
Packet max 5 KG
 SEARCH FILTERS WOMEN
Sort: Women’s items: Brand:
" Relevance " From XXS to 9XL " Find a brand ...
" Descending Price " From size 30 to 58 " Adidas
" Ascending Price " One size " Levi’s
" Most recent " Other " H&M
" Ralph Lauren
Category: Footwear: " Mango
" All " From 35 to 43 (Including half sizes) " Lacoste
" Women " One size " Calvin Klein
" Men " Other " Tommy Hilfiger
" Guess
Style: Maternity support belts: " Michael Kors
" All " From XS to XXL
" Clothing " Other Condition:
" Shoes " New, with label: Never worn, with
" Bags Rings: purchase tag
" Accessories " From 14,1 mm to 22,6 mm " New: Never worn, missing
" Beauty " Adjustable purchase tag
" Very good state: Worn but has no
Bras: stains or defects
" From 65AA to 100J " Good condition: Worn, has some
" Other flaws (mentioned in the ad and
shown on the pictures)
" Satisfactory: Worn, to defects
(mentioned in the ad and shown in
the photos)
 SEARCH FILTERS WOMEN
Colours: Style Sub-Categories: Shoes: Accessories:
" All colours* Clothes: " Boots > " All
" Coats & jackets > " Heels > " Jewelry >
Lowest Price to Highest " Hoodies & Sweatshirts > " Flats > " Watches
Price " Suits & blazers > " Oxfords & loafers > " Belts
" Price from € ... " Dresses > " Ankle boots " Sunglasses
" To € ... " Skirts > " Sandals " Scarves & shawls >
" Tops & t-shirts > " Sneakers > " Gloves
Country: ** " Jeans > " Flip-flops " Hats & caps >
" Germany " Trousers & leggings > " Slippers " Hair accessories
" Austria " Shorts & cropped trousers > " Other Shoes " Tech accessories
" Jumpsuits & playsuits > " Umbrellas
Bags:
Items for swaps " Swimwear > " Keyrings
" All
" Lingerie & nightwear > " Other accessories
" Hand bags
" Maternity clothes > " Shoulder bags
" Activewear > " Backpack Beauty:
" Costumes & special outfits " Tote bags " Make- up
" Other clothing " Clutches " Perfume
" Purses & wallets " Facial care
" Make-up bags " Beauty tools >
" Satchels " Hand care
" Bum bags " Nail care
" Patterned & embroidered bags " Body care
" Holdalls " Hair care
" Luggage & suitcases " Other cosmetics
 SEARCH FILTERS MEN
Sort: Style: Men’s Sizes:
" Relevance " All " From XS to 8XL
" Descending Price " Coats & jackets >
" Ascending Price " Tops & t-shirts > Men’s Shoes:
" Most recent " Suits & blazers > " From 38 to 49
" Jumpers & sweaters >
Category: " Trousers > Rings:
" All " Shorts & cropped trousers > " From 14,1 mm to 22,6 mm
" Women " Shoes > " Adjustable
" Men " Accessories >
" Children " Cosmetics & grooming >
" Home " Socks & underwear >
" Swimwear
" Sportswear & accessories >
" Costumes & special outfits
" Other men’s clothing
 SEARCH FILTERS MEN
Brand: Condition: Colours: Lowest Price to Highest
" Find a brand ... " New, with label: Never worn, with " Green Price
" Nike purchase tag " Orange " Price from € ...
" Zara " New: Never worn, missing " White " To € ...
" Adidas purchase tag " Silver
" Levi’s " Very good state: Worn but has no " Gold Country: *
" H&M stains or defects " Multi " Germany
" Ralph Lauren " Good condition: Worn, has some " Khaki " Austria
" Mango flaws (mentioned in the ad and " Turquoise
" Lacoste shown on the pictures) " Cream Items for swaps
" Calvin Klein " Satisfactory: Worn, to defects " Apricot
" Tommy Hilfiger (mentioned in the ad and shown in " Coral
" Guess the photos) " Burgundy
" Michael Kors " Rose
Colours: " Lilac
" Black " Light Blue
" Brown " Navy
" Grey " Dark Green
" Beige " Mustard
" Pink " Mint
" Purple
" Red
" Yellow
" Blue
PRODUCT DESCRIPTION

Seller: mileindigo
Reviews: 7 reviews
Title: Dr Martens Jadon HI
Quick Description: 37 - New - Dr Martens
Price without shipping: €200.00

Item Description: So gut wie ungetragen, da

sie mir leider zu klein sind ;(
Original karton usw ist auch noch vorhanden
und per Neupreis lag bei 230€

Category: Springerstiefel
Size: 37
Colour: Black (Schwarz)
View count: 221
Interested: 2
Added: 12.01 12:54
Payment options: Bank card, Online-Banking
per Sofort, PayPal
Delivery: from 4.79€
Member’s items and Similar items
 PRODUCT PLACEMENT

3
 PRODUCT PLACEMENT

4 5 6
CONNECT WITH THE COMMUNITY

Posts
• They repost pictures of famous
people and users.
• The instagram page is very plain,
they use a lot of nude colours to be
like by everybody seeing the post.
• They posts do not reflect the feed on
the app, they are very different.
• A lot of pictures of sellers and buyers
to create a feeling of community.
INFLUENCER PARTNERSHIPS

The following
BIG INFLUENCERS
are on depop:
• Caramella
• stuffsophiedoes aka
Sophodophalus
• KINDA KIRI
• Die Frau mit dem gelben
Pulli
• Nicole Sto

Influencers and
international stars
are regular users
 INFLUENCER PARTNERSHIPS
CARAMELLA Nicole Sto

KleiderKreisel does not have specific

advertisements, however they use
influencers to get their messages across.
In past years I do believe they have used This vide
advertisements to connect with their www.you
target audience, however, since they are v=Ivac6M
the market leaders in both Germany and
Austria they have more use for
influencer endorsements to show their
target audience they really are the best
and fashionable option for them.

stuffsophiedoes KINDA KIRI Die Frau mit dem gelben Pulli

Creation:
14 October 2009

Origin:
France

Markets:
50 countries (Worldwide*)

Number of users:
6 million

Business Model:
- Sales commissions (21€ if the selling
price is less than €50, 34% of the
selling price on the range between 50
and €100, etc.)
- All items sold are physically checked by
a team of experts.
- Concierge service (for a fee).

Website:
vestiairecollective.com
 THE LOGO

Website Banner

Icon

Website Favicon App Store Icon Icon


Welcome to Vestiaire Collective
Vestiaire Collective for Sellers
TV & Youtube Ads
Vestiaire Collective uses Youtube and
Television advertisements to connect to
their audience, they show how high-
end they are buy showing high-end
designer brand being sold and bought
on their application.
However, Vestiaire Collective is not Vestiaire Collective - Campagne TV 2018 (French)
really focussing on television, their How To Shop On Vestiaire Collective?
advertisements are not shown on the
Dutch television. The video’s are
shown as advertisements on Youtube,
here they can target their target
audience more. Playing to the specific
searches of their potential clients.
 GRAPHIC CHARACTER

Colours
• Black, white and grey
• Orange banners: showing the sales
and other actions/deals available

Graphic code
• Search bar at the top, different menu
pages in the bottom, deals/themes in
round images at the top and your
shopping basket in the top right
corner.
• Very similar to the other apps,
however they do not use blue als a
highlight colour they use orange.

The focus is on high-end brands and

looking expensive and fashionable.
 VISUAL ASPECT

Photo
• Item feed photos: items are on a
clean white background, this creates
an harmonious and qualitative feed,
which showcases Vestiaire
Collectives high-end look.

• After you click on an item, the other

photos are taken on hangers, on the
floor, or in a different setting. All
photos do have a quality standard to
uphold.
 COPYWRITING

Call to action
• ‘Let’s Party’

Temptation
• ‘Most Wanted’
• ‘Best Deals -50%’
• ‘Exceptional Pieces’
• ‘Hot Trends’
• ‘Express Delivery’
• ‘Holiday Shop’

Connections
• ‘We love’
• ‘My Wishlist’
• ‘My favourites’
• ‘My alerts’

Notifications:
Following the onboarding you receive a
notification from :
• Vestiaire Collective
• Vestiaire Collective Style
• Vestiaire Collective Luxe
• And all the accounts that start following
your account on Verstiaire Collective
 ONBOARDING

Become a member
• Sex
• First name
• E-mai
• Pasword
• Terms and conditions
• Newsletter

Your Profile
• Profile picture
• Personal information
• ‘My stats’

“MY VESTIAIRE’
• ‘My items’
• ‘My orders’
• ‘Price offers sent’
• ‘Holiday mode’

‘MY SAVED ITEMS’

• ‘My wishlist’
• ‘My favourites’
• ‘My alerts’

Settings of ‘My account’

 CONVERSION TUNNEL

When you oder an item you have 2 choices

1. Negotiation of the price
2. Add to bag
 SEARCH FILTERS
Category: Men: Lifestyle:
" Women " New In > " All lifestyle
" Men " Brands A-Z " Brands A-Z
" Lifestyle " Clothes > " Design & Decoration >
" Shoes > " Arts & culture >
Women: " Bags > " Sport & Leisure
" New In > " Watches > " High-tech
" Brands A-Z " Accessories > " Animals >
" Bags > " We Love
" Clothes > " Vintage >
" Shoes > " Express Delivery
" Jewellery > " Direct Shipping
" Watches >
" Accessories >
" Children >
" We Love
" Vintage >
" Express Delivery
" Direct Shipping
 SEARCH FILTERS WOMEN
Clothes: Shoes: Vintage:
New In: Watches:
" All " All women’s clothes " All women’s " All watches " All vintage
" Today " Top brands " Top brands " Top Brands " Top brands
" Bags " Tops " Boots " Bags
" Clothes " Knitwear " Trainers Accessories: " Clothes
" Shoes " Dresses " Loafers " All women’s " Shoes
" Jewellery " Skirts " Ballet Flats accessories " Jewellery
" Watches " Trousers " Sandals " Glasses " Watches
" Accessories " Shorts " Espadrilles " Wallets " Accessories
" Children " Jumpsuits " Mules & Clogs " Belts
" Jeans " Derby shoes " Scarves
Bags: " Jackets " Heels " Pocket squares
" All women’s bags " Coats " Ankle Boots " Gloves
" Top brands " Leather Jackets Jewellery: " Hats
" Top models > " Trench coats " All women’s " Leather goods
" Handbags " Lingerie " Top brands " Belt bags
" Shoulder bags " Swimwear " Ring
" Crossbody bags " Earrings Children:
" Tote bags " Bracelets " Girl’s clothing
" Clutch bags " Collars " Boy’s clothing
" Travel bags " Brooch " Shoes
" Backpacks " Jewellery bag " Accessories
" Head jewellery
" Jewellery sets
 SEARCH FILTERS MEN SEARCH FILTERS LIFESTYLE
New In:
" All Shoes: Accessories: Design & Decoration:
" Today " All women’s " All men’s accessories " View all
" Bags " Top brands " Little leather shop " Table art
" Clothes " Baskets " Belt bags " Household linen
" Shoes " Derby shoes " Belts " Furniture
" Jewellery " Flats " Glasses " Objects & decor
" Watches " Boots " Cheches
" Accessories " Sandals " Ties Arts & culture:
" Espadrilles " Hats " Art
Clothes: " Gloves " Design
" All men’s Bags: " Boutons de manchette " Fashion
" Top brands " All bags " Pictures
" Jackets " Top brands Vintage: " Travel
" Coats " Satchel " All vintage
" T-shirts " Week-end bags " Top brands Animals:
" Knitwear & " Travel bags " Bags " View all
sweatshirts " Clothes " Accessories
" Shirts Watches: " Shoes " Toys
" Jeans " All watches " Jewellery " Clothing
" Polo shirts " Top Brands " Watches
" Trousers " Accessories
" Suits
" Shorts
" Swimwear
PRODUCT DESCRIPTION
Item page
• Images: 10
• Favourites: 7
• Share button
• Brand: LOUIS VUITTON
• Model: BLACK ICE
• Material: LEATHER
• Category: BOOTS
• Price: £483.04 £351.30
• Authentication fees: + £6.85

Product details

Description
• Description: << State 10/10 never wear Packaging: Shoe box >>
TRANSLATE
• Sold with
• Shoe box: Yes
• Details
• On-line: 13/01/2020
• Universe: Men
• Category: Boots
• Brand: Louis Vuitton
• Model: Black ice
• Material: Leather
• Condition: Very good condition
• Colour: Black
• Size: 43.5
• Vintage: No
• Location: Paris
• Reference: 9166561

Informations
• Items location >
• Quality Control >
• Shipping >
• Returns >
• 100% secure payment >
• Help >
 PRODUCT PLACEMENT

1 3

2
 PRODUCT PLACEMENT

4 6
5
 PRODUCT PLACEMENT

7 9
8
CONNECT WITH THE COMMUNITY

Posts
• They repost pictures of famous people
and users.
• Most pictures are of shoes and bags,
which speak to the current street style.
• The instagram is very fashionable and
focussed on high-end street style
INFLUENCER PARTNERSHIPS

The following
BIG INFLUENCERS
are on VC:
• Toni Garrn
• Franziska Albrecht
• Aline Kaplan
• Maria Bernard

Influencers and
international stars
are regular users
Creation:
2013

Origin:
Netherlands

Markets:
Europe

Number of users:
?

Business Model:
- Sales commissions (20% commision of
what the item sold for)
- Option to have all items physically
checked by a team of experts and
shipped by the Next Closet team (They
charge 45% to 50% commission)

Website:
thenextcloset.com
 THE LOGO

Website Banner

Website Favicon App Store Icon App Store Icon

 ADS

The Next Closet does not have any advertisements currently which you can find in the Netherlands. It
is possible that there are advertisements which are not visible in the Netherlands.
GRAPHIC CHARACTER

Colours
• Black, white and grey
Graphic code
• no Search bar, only a filter
• No different menu pages
• Only the simple Shop and
Sell buttons
• Shopping bag at the right
corner

The focus is on the idea of

selling your designer items
 VISUAL ASPECT

Photo
• Item feed photos: items are on a
clean white background, this creates
an harmonious and qualitative feed,
which showcases Vestiaire
Collectives high-end look.
 COPYWRITING

Temptations
• ‘Turn your closet into cash’
• ‘We are picky’
• ‘Sell & earn money’

Connections
• Wishlist
 ONBOARDING
Start screen:
• ‘Turn your closet into cash’
• ‘We are picky’
• ‘Sell & earn money’

Create an account:
• Name
• Surname
• Email
• Password
• € 10 euro discount when you sign up
for the newsletter
• Terms and conditions

Start Selling
ONBOARDING
 SEARCH FILTERS
Shoe size: Colour:
Category: Designer:
" 35 " Black
" Clothing " Marc Cain " Blue
" Shoes " 36 " Vintage
" 37 " Other colour
" Bags " Maison Scotch " Brown
" Accessories " 38 " Supertrash
" 39 " Grey
" Tommy Hilfiger " Multicolour
Clothing size (EU): " 40 " Karen Millen
" 41 " Beige
" XS " Claudia Strater " White
" S " 42 " Guess
" 43 " Pink
" M " Michael Kors " Green
" L " 38.5 " Dolce & Gabbana
" 37.5 " Red
" XL " Black & White
" XXL " 39.5
" 36.5 " Floral print
" one size " Purple
" XXS " 40.5
" 35.5 " Animal print
" 41.5 " Gold
" 42.5 " Silver
" Anthracene
" Yellow
" Orange
" Metallic
" Neutrals
" Tartan pattern
" Polkadot
 SEARCH FILTERS
Material: Material: The closet of: The closet of: Collection:
" Other material " Spandex " May Britt Mobach " Frederique Van Der Wal " Nature colors
" Cotton " Bamboo " Jetted Van Lexmond " Alexandra Frida " Looking good in denim
" Leather " Cork " Cécile Narinx " Siesta Leugs " Sustainable fashion
" Polyester " Hemp " Anouk Yve " Florian Van Zuilen collection
" Viscose " Soy " Naomi St. Juste " Heleen Dura Van Oord " Sweater weather
" Wool " Carolien Spoor " Pretty in pastel
" Silk Condition: " Stephanie Africa Sellers: " Monogram Madness
" Suede " (As good as) new " Esther Coppoolse " Search for a seller " TNC’s vegan collection
" Denim " Very good " Amanda Riff " Selected by Caro
" Linen " Good " Thekla Reuten Collection: Emerald
" Patent leather " New with price tag " Frederique Bos " Our favourites " Mini bags
" Synthetic " Signs of wear and tear " Stella Willing " All-time classics " TNC’s shoe guide
" Plastic " Talissa Benamou " Gift guide " Iconic striped sweaters
" Nylon Price: " Astrid Nieuwborg " Investment pieces " Statement boots
" Velvet " Under €50 " Charlotte Everaert " A Royal Wardrobe " Stylish trench coats
" Cashmere " €50 - €149 " Elke Sokkel " The Trend Report " Selected by Cato van Ee
" Lace " €150 - €499 " Catherine Kosters " It bags " Iconic Vintage Bags
" Satin " €500 and up " Hanna Verboom " Vintage jewellery " Bags under €250
" Organic cotton " min €… - max €… " Monique De Randamie " Winter must haves " Designer picks under
" Lyocell " Sylvia Van Der Klooster " Best basics €100
" Faux fur Seller service " Nimue Smit " Trendy coats " Iconic shoes
" Levy " DIY Service " Zoë Van Gastel " x " Classy kitten heels
" Tercel " Premium Service " Bibi Van Der Velden " Best To Buy At TNC " Borrowed from the boys
 PRODUCT DESCRIPTION
Item page
• Price: €400 €147
• Name: Oscar de la Renta Sieraad
• Seller: Aline Van De Vorstenbosch
• Delivery within 4-5 days
• Marge-free reselling by TNC
• Item is in the shopping cart of 3 other TNC members
• Subtotaal: €147,00
• Shipping (NL/BE): €0,00
• Totaal: €147,00

Condition
(As good as) new

Description
Beautiful pierced earrings from Oscar de la Renta. With facet cut fuchsia pink stones.
The length of the earrings is 11 cm. The earrings are 1.2 cm at the top, wide and narrow
down to 0.5 cm.

Colour: Pink
Material: Other material
Item ID: 294310

Ask Aline a question

DIY SERVICE
Sold an shipped by a private seller directly
100% authenticity guaranteed
Secured payment methods (e.g. Ideal, Visa)
Delivery within approx. 8 days (max. 21)
Returns not possible. You may resell the item free of charge

The closet of
Aline Van De Vorstenbosch
• Items sold: 2
• Verified
• Follow new items of Aline
 PRODUCT PLACEMENT

1 2
Uploading
The selling process takes 5 steps.
1. Photos
• A minimum 3 photos
2. Product Info
• Category
• Type
• Designer
• Size
3. Details
• Colour
• Material
• Condition
• I sell my items from
4. Description
• Description
• Comment
5. Pricing
• Oringal Price (optional
• Your desired retail price
• Your earrings 80%
 PRODUCT PLACEMENT

4 5 6
CONNECT WITH THE COMMUNITY

Posts
• The instagram is very fashionable
and focussed on their high-end items
• They posts reflect on the instagram
pages of high-end fashion brands,
they are very sober and different from
the ‘normal’ fashion applications
instagram pages.
INFLUENCER PARTNERSHIPS
The following
BIG INFLUENCERS
are on TNC:
" May Britt Mobach
" Jetted Van Lexmond
" Cécile Narinx
" Naomi St. Juste
" Carolien Spoor
" Esther Coppoolse
" Thekla Reuten
" Frederique Bos
" Talissa Benamou
" Catherine Kosters
" Hanna Verboom
" Zoë Van Gastel

Influencers and
international stars
are regular users
Creation :
2011

Origin :
London, United Kingdom

Markets:
UK, Italy, USA

Number of users:
10 million users

Business Model:
A very fashion oriented app with a huge community
Online & physical events ( after work, exhibitions,
concert…)
Same interface as Instagram
10% service fee on sales
Only in UK / Italie / US

Website:
Depop.com
 THE LOGO

Website Banner

Website Favicon App Store Icon App Store Icon


Depop I Streetwear
Delawless: Welcome to the Brand
Youtube
Depop uses Youtube to show
their new collabs as well as
show how their application
works and why Depop is the
most fashionable option for
potential, current and sleeping Find it on Depop
users. Depop I Don’t Stay Still
Depop has a consistent social
media precence, their Youtube
account and videos show a
similar vibe to their Instagram
account.
GRAPHIC CHARACTER

Colors
" White background
" Depop logo in red
" Black icons outline
" Icons turn completely
black when selected

Graphic aspect
" Instagram appearance
" Photo feed
" Items have: likes,
comments, save,
messages and a caption
with tags
 VISUAL ASPECT

Photos
" Clothing is mostly on a model
" Fashionable feed
" Photo feed
" Instagram appearance
ONBOARDING
ONBOARDING
SELLER ONBOARDING
 COPYWRITING

Language
The application and website are all in
English.

Catchy sentence
" ‘Build an empire from your
bedroom’
" ‘Make it rain’
" Give the low down’

The focus is on the idea of selling

products and becoming a big time
seller on the platform.
 CONVERSION TUNNEL
Payment methods
• Paypal
• Creditcard

Discount
• It is possible for a buyer to make a bundle offer on a
sellers closet.

Checkout
• You need to check out for everything seller individually.

Shipping methods
• Shipping is with in the
price you buy the pro
cut for.
• If your seller does not
ship internationally you
will have to ask if they
will for you.
 SEARCH FILTERS
Filter: Popular: Womenswear: Womenswear/Bottoms:
" Category " brandy melville " All " One Size
" Size " balenciaga " Tops " UK4 - UK32
" Brand " gucci " Bottoms " US0 - US32
" Price " oh polly " Underwear " EU36 - US48
" vintage " Outerwear " 24” - 34”
Category: " urban outfitters " Accessories " XXS - XXXXL
" Menswear > " louis vuitton " Shoes " Other
" Womenswear > " stone island
" Jewellery > " air force 1 Womenswear/Dresses:
Women Size: " One Size
" Art > " supreme Womenswear/Tops: " UK4 - UK32
" Tech > " One Size " US00 - US30
" Home > Menswear: " UK4 - UK32 " EU36 - US48
" Kids > " All " US00 - US30 " XXS - XXXL
" Beauty > " Tops " EU36 - US48 " Other
" Sports equipment > " Bottoms " XXS - XXXL
" Transportation > " Underwear " Other
" Other > " Outerwear
" Books & magazines > " Accessories
" Film > " Shoes
" Music >
 SEARCH FILTERS
Men Size:
Womenswear/Lingerie: Menswear/Tops: Jewellery: Beauty:
" One Size " One size
" Body jewellery " Bath & Body
" UK4 - UK18 " XS - XXXL
" Bracelets " Fragrance
" US0 - US12 " Other
" EU36 - US48
" Earrings " Hair
" A cup - H cup " Necklaces " Makeup
Menswear/Bottoms:
" XXS - XXL " Pins " Skincare
" One size
" Other " Rings " Tools & Brushes
" XS - XXXL
" Watches " Other
" 24” - 42”
Womenswear/Outerwear: " Other " Other
" One Size Brands
" UK4 - UK18 Art:
Menswear/Outerwear:
" US0 - US24 " Collectibles Price:
" One size
" EU36 - EU48 " Drawings & " Any
" XXS - XXL " XS - XXXL Illustrations " up to £1 - up to £990
" Other " Other
" Mixed Media " £… to £…
" Paintings " £… +
Womenswear/Shoes: Menswear/Shoes
" Photography
" One Size " One size
" Prints
" UK3 - UK9 " UK6 - UK14
" Sculptures
" US5 - US14 " US7 - US15
" Other
" EU35 - EU43 " EU37 - EU45
" Other " Other
PRODUCT DESCRIPTION
Seller: fabiolabarletta
Location: Milano, Italia
Like - Comment - Safe - Message Seller
Likes: sabrinahharrisx_ and 19 others like this
Title: 1460 Black Smooth #drmartens
View all 4 comments
Size: Available sizes
Price: €179 BUY

More about the seller

Name: Blackout Fashion Lab
Location: Milano, Italia
Stars:
Sold Reviews: 5 >
Selling: 50 >
Message seller >

More things you

might like
PRODUCT PLACEMENT
CONNECT WITH THE COMMUNITY

Posts
• They repost pictures of famous
people and users.
• Not really any influencer partnerships,
most influencers are spontaneous
users of the platform
• The instagram is very fashionable
and focussed on street style
• They posts reflect the feed on the
app, they are very different from the
‘normal’ fashion applications
instagram pages.
 CONNECT WITH THE COMMUNITY
Depop connects with its audience with physical events to create a
real feeling of community, and to show their presents in the real world

A meet-up for sellers to

Meet-up for DEPO’s community Exhibition Workshop
exchange items
INFLUENCER PARTNERSHIPS

The following
BIG INFLUENCERS
are on depop:
• Maisie Williams
• Lilly Allen
• Dita Von Teese
• Kali Uchis
• Raye
• Ashley Tisdale
• Madison Beer
• Frankie Bridge
• Georgia Toffolo
• Winnie Harlow
• Rico Nasty
• Jodie Marsh

Influencers and
international stars
are regular users
 INFLUENCER SELLERS Julia866
Carolann Bartley

On depop there are a lot of sellers, a

lot of whom have their own Instagram
or youtube account with a following.
They are influencers and depot sellers,
some of them get new buyers to the
platform, some of them gives potential
sellers the push to try depop.

Alley Canas PAQ Jojo Glorious

 CONCLUSION
Vinted:
Does not charge commission and uses youtube and television advertisements to connect with their
target audience.

KleiderKreisel:
Does not charge commission and active in Germany and Austria.

Vestiaire Collective:
Sells high-end items with the guarantee of realness, has a visible Instagram presence and
advertisements. They sell world wide and show their advertisements world wide.

The Next Closet:

Sells high-end items with the guarantee of realness and sell world wide.

Depop:
Does Pop-up events, has a visible Instagram and youtube presence. They sell world wide and have
a fashionable Instagram and in-application feed.
 REVIEW

United Wardrobe should compare itself most to Vinted and Depop, these
applications are closets to our target audience.
Comparing the Instagram feeds:
Vinted Depop United Wardrobe
• Natural Tones • A lot of colour • No real connection between
• A lot of pictures of items being • Streetwear pictures
sold on the app • Fashionable • Focus is going to street style
• People wearing items bought • A lot of pictures of items being • No pictures of items being
on the app sold on the app and people sold on the app
• No stories selling on the app • Not consistent in posting
• Not consistent in posting • Stories to keep the community stories and posts
stories and posts updated
• Posting everyday
 ADVICE

United Wardrobe can reach its target audience more by doing the
following:
• Create a more cohesive and fashionable Instagram feed, which
connects with its buyers and its sellers.
• Give the United Wardrobe App more of a feel like an Instagram
feed, having more attractive pictures to lure the buyers in.
• Connecting with their community like Depop does by doing pop-
up events, are something United Wardrobe should think about.
This creates a bigger and more real connection with everyone
attending such an event.